Vikatan Group has swelled its magazine bouquet with a new food magazine, ‘Aval Kitchen’. The magazine hit the stands on March 31, 2013 with a cover price of Rs 60. The special focus is on recipes and chefs, along with FAQs and everything related to cooking.
Pravin Menon, National Head - Ad Sales, Vikatan Group commented, “Vikatan Group has been on the forefront to launch new verticals. We are the only women’s magazine to give out a 30-recipe booklet with every issue of ‘Aval Vikatan’. We have dedicated content within the issue on food, restaurant review and so on. We have been getting lots of positive feedback from readers via Hello Vikatan on these sections. We have had some readers telling us they have collected the recipe booklet.”
To create an initial buzz for the magazine, the group is promoting it across all their magazines, website vikatan.com and through Facebook to ensure download and purchasse. A poster campaign is also underway at points of purchase across Tamil Nadu.
Vikatan already has 10 magazines. The first premium product, ‘Aval Manamagal’ (wedding issue), a quarterly magazine, was brought out in January 2013. ‘Aval Kitchen’ is the second premium offering from the Vikatan Group.
Speaking about the opportunities for new advertisers in Tamil Nadu, Menon said, “Even advertisers have been very active from this industry (ready to cook, masalas, etc). There are new players coming into the TN market, so we decided to offer them a niche platform to advertise at an attractive price point. To reach out to a larger audience, we have ‘Aval Vikatan’ and ‘Ananda Vikatan’. More reasons to have ‘Aval Kitchen’ in our portfolio.”
A 128-page half-yearly issue, with a print run of 1 lakh copies is also made available on the Vikatan apps. The next issue is expected after Diwali. The major target audience for ‘Aval Kitchen’ is anyone who loves cooking across Tamil Nadu.
Associate presenting sponsor of the first issue is KRBL (makers of India Gate basmati rice). Advertisers such as Shakthi Masala, Anantha Cooker, Avani Kitchens and so on, have also advertised with the issue.